Google AdWords Youtube Reports – Analyzing Video Ads

“We are operating in a world where one good video can lead to a massive social following.”

That’s true!

Riddle me this: Why do people buy quarter-inch drill bits?

While there are a million possible answers to this question, Leo McGinneva offers perhaps the most interesting explanation.

“They don’t want quarter-inch bits. They want quarter-inch holes,” he explains.

This notion suggests that as consumers, we aren’t after all the bells and whistles as much as the solutions they provide. In other words, we don’t want to know what brands are selling, we want to know what’s in it for us. Not only has this mentality lead to the demise of traditional marketing efforts, but it’s also set the stage for more human interactions between brands and consumers. Interactions that don’t feel like marketing.

And what better medium to propel this new wave of humanized marketing than video? Video marketing has been on the rise for several years now and it is only expected to grow even more. It’s one of the most effective mediums for marketers.

Seventy-three percent of respondents in  a 2015 Web Video Marketing Council Study indicated that video had a positive impact on their marketing results.

According to Cisco, video traffic will account for 80% of the total consumer internet traffic by 2019, which makes brands to examine every possible way that could lead to innovative video campaigns.

A new report from Ooyala entitled,”State of the Media Industry 2016,” states that publishers are beginning to think and act like video producers. This includes both traditional media publishers and new players in digital media. The study confirms that data-driven video content is becoming the cornerstone of many digital marketing campaigns, and the content that provides the most ROI will be that which personalizes the story for the consumer. 

What do you mean by AdWords Youtube Advertising? Why is it so intriguing? How do you generate Google AdWords Youtube Reports? How can you analyze Google AdWords Youtube Reports? What insights do they provide?

 So go ahead, grab some popcorn. The answers will be waiting here when you get back.

 I. AdWords for Video 

A. Why should we go for Video Advertising?

A Video is entertaining, visual, and drastically underused to convert leads. Yet, having a video on your landing page can increase your conversion rate by 80%, according to EyeWide Digital.

According to BI Intelligence, the popularity of online video advertising is growing at a much faster rate than nearly all other advertising formats and mediums. More and more marketers are becoming aware of this powerful content format and are quickly hopping on board the video trend to give their viewers what they want. Even more powerful than providing a resonant brand experience is the fact that videos convert. 

B. AdWords for Video – A Quick Overview

AdWords for video enables you to display video ads in the YouTube search results or before, during, and after videos on YouTube and the Google Display Network. Unlike a traditional AdWords campaign, with AdWords for video, you can use demographic targeting to more efficiently reach your audience.

The targeting options are fairly basic (age, gender, and interests), but still, they are useful. This is the biggest advantage of using AdWords for video, as you have much more control over who sees your advertisement.

C. Google TrueView – Three Types of Ads

Google TrueView videos are called such because advertisers are charged only when a video actually is viewed by a user. The biggest strength of TrueView is the feedback provided to advertisers. Who are the users? Where are they coming from? And most importantly, are they watching?

The best video marketers are able to interpret this data to make better-informed keyword and targeting decisions. By reviewing this data on a daily or even weekly basis, you’ll be able to significantly decrease your cost per click/view over time.

The three formats offered in TrueView are in-stream, in-search, and in-display. (Note that in-slate is no longer available and was discontinued by Google in June of 2013.) Each works a bit differently, and those differences are worth noting, as they influence how people come into contact with your ad and what they must do to access it.

In-Stream: Ads play at the beginning, middle, or end of YouTube partner videos (partners are any YouTube user that has decided to make money by displaying ads in their videos). Viewers have the option to skip the ad after 5 seconds. If the video ad is 30 seconds or longer, you’re charged once the ad reaches the 30-second mark. With shorter ads, you’re charged only if the entire video runs.

In-Search: Ads are displayed in search results when specific keywords are searched and aren’t played until someone selects the video. You’re charged once the user clicks to play the video.

In-Display: Ads appear next to other videos on the YouTube Watch page and are labeled as an ad. You’re charged once the user clicks to play the video.

It’s also worth noting that a single advertisement may appear in any number of formats, allowing you to test which works best for your product, business, or service.

II. 5 Reasons Why You Should Have An AdWords For Video Campaign

A. Massive Reach

 The numbers speak for themselves. Each month in the UK:

• 6 billion videos are being watched
• 35 million people watch online videos
• 17 hours of online video is being watched per person

Through AdWords for Video, you can reach 85% of the UK’s online population. All of this doesn’t even take into account the fact that you can also target the Google Display Network through an AdWords for Video campaign.

B. Engaged Audience

Targeting YouTube with an AdWords for Video campaign will ensure you reach users while they are highly engaged with the content they’re looking at. Google estimates that 52% of people take an action as a result of watching an online video.

We live in a world of short attention spans and a video ad goes far beyond what’s achievable with a text or an image ad. It allows advertisers to use graphics, motion picture & sounds to raise awareness, remind, engage, amuse and entice their target audience to take the desired action.

C. Social Engagement

YouTube is not just a video hosting site; it’s also a social networking site. People like, dislike, share, rate, comment on, and subscribe to videos and channels. All signs of an engaged audience that is ready and willing to tell other people about your brand, products/services, video or channel.

Google has been working hard to enhance YouTube Analytics (formerly known as YouTube Insight). This now includes engagement reports where you can get an insight into trends for subscriptions, likes & dislikes, favourites, comments etc. You’ll now be able to make better judgements on whether or not your videos are working.

Furthermore, Google has made some of these metrics available directly within the AdWords for Video interface. For example, you can now see numbers for Follow-on Subscribers andFollow-on Views in the AdWords interface. This will give you an indication of the effectiveness of each video advertising campaign you launch.

D. Targeting Options

YouTube offers all the targeting options that you get from Google AdWords plus more. The standard targeting features you will be familiar with are:

• Search Targeting
• Display Targeting – Contextual, Interest, Topic & Placement
• Remarketing

With YouTube remarketing you are also able to retarget people that liked, make your video a favourite or subscribed to your channel. You can also exclude people from retargeting if they disliked your video. With these kinds of options, you should be able to better reach the audience that interacts most with your brand.

E. Cost & Conversions

This is an important consideration for most businesses. We have been running AdWords for Video campaigns for over a year and the average CPV (cost per view) we have seen across multiple verticals and campaigns is just ￡0.10. This is a lot cheaper than the equivalent CPC (cost per click) advertisers pay in their Google search & display campaigns.

The TrueView concept also helps to keep your costs down as you only pay if users are engaging with your content.

In terms of conversions, we have seen mixed results but e-commerce clients appear to be doing better. Making use of remarketing via video on YouTube is where we’ve seen the best results as this often leads to much more engaging content being shown to site visitors than standard display image ads. Advertising on YouTube can help any business increase brand exposure, credibility, and brand recall.

Given the low cost associated with these types of campaigns, it is worth investing a small amount of money in testing the waters for your business and see what you can gain.

III. How do I create a report on Video Ads through Google AdWords?

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